From bags to riches (2008)
Best Small Budget
Campaign: From bags to riches
Brand: Radley
Client: Radley + Co
Agencies: DDB London
Authors: Julian Calderara, DDB London
Les Binet, DDB Matrix
Sarah Carter, DDB London
Radley + Co was set ambitious growth targets when it was acquired by a private equity firm in 2006. This paper demonstrates how the integrated campaign ‘Truly, Radley, Deeply’ created a large impact on a small budget. The strategy was to increase awareness of the bags, improve their image and desirability, while staying true to the brand’s identity. Within a year it became the nation’s favourite handbag designer, even trouncing high-end brands, and tripled the value of the company. It has generated payback of £5.57 per £1 spent, proving that small budgets and fashion advertising can produce large commercial effects.
Judge's Comments:
This was a really focused paper that was easy to read and produced excellent results on a small budget. The creative worked very well and strengthened the brand.
Hilary Cross, Director of External Affairs, Macmillan Cancer Support